Research finds that comfort trumps price and style in fashion

Eighty-one percent of consumers list comfort ahead of price and style when making fashion purchases, according to new research from Unbound. “People still want to look well turned out but they have gained confidence to decide on products they feel good in and like wearing,” said Sarah Davies, chief product officer at Unbound. “Comfort is the new luxury. We are becoming loungewear connoisseurs and are appreciating the joy in comfort.”